Friday, April 27, 2007

One of the early lessons I learned about speaking (and business, in general) was from Lou Heckler.

(Man, talk about a great last name for a humorist, huh?)

Anyway, here’s what Lou told me in 2003. I'll never forget it:

There are three kinds of speakers in the world.

First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”

Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”

Then, there’s an AWESOME speaker. After he’s done with his talk, audience members come up to him; but instead of shaking his hand, they give him a business card and say, “I want you to do that for my company.”

Wow.

Over the years, I learned something else, too:

This isn’t about giving speeches.

This is about value.

This is about perception.

FOR EXAMPLE: a prospect comes to your website. He has a look around.

After a minute or two, he's made his decision. And then he emails you with one of the following responses: